Molson Canadian today unveiled its 2010 Mural Project, a giant canvas on which a mosaic of individual pictures will cover a nearly 4,000 square foot section of Molson’s Kitsilano brewery in Vancouver. As the pictures are gradually collected and added over the next few months, a surprise Olympic themed image and message will slowly emerge, culminating in a final “reveal” on the eve of the Games while the whole world is watching.

“Molson Canadian is preparing to welcome the world to Vancouver in a truly Canadian way,” said David Bigioni, Brand Director, Molson Canadian. “The 2010 Mural Project will give Canadians from all corners an opportunity to share a personal connection with the Games and show our athletes that we stand proudly behind them.”

Starting today, Molson is inviting Canadians of legal drinking age from all parts of the country to visit www.2010muralproject.ca and upload a personal photograph. Once added to the evolving mural, consumers will be sent a personal set of “mural coordinates” enabling them to find their individual photo in a sea of other Winter Games fans on a digital version of the giant mosaic.

“The 2010 Mural Project is a unique opportunity to rally Canadians from coast to coast through a powerful expression of pride and support for our Canadian athletes as they pursue their Olympic and Paralympic dreams,” said Andrea Shaw, Vice President, Sponsorship Sales and Marketing, VANOC. “This is an exciting day to unveil the mural and we’re so proud to have Molson on our team to celebrate Canada’s Games – which begin one year from tomorrow.”

The final mural will remain in place throughout the 2010 Winter Games, and be clearly visible to residents and visitors alike entering downtown Vancouver via the Burrard Street bridge located next to the brewery, the busiest arterial routes in and out of downtown Vancouver.

In addition, the final mural image will be made available for purchase as a poster, with proceeds donated to the Canadian Olympic and Paralympic Teams in support of Canadian athletes.

“The 2010 Winter Games are Canada’s opportunity to cement our status as one of the world’s great sporting cultures,” said Bigioni. “We invite you to join us in spirit at ‘our place’ to witness the next great chapter in Canadian history.”

The project was unveiled today in front of employees and guests at Molson’s Kitsilano brewery in Vancouver. Molson employees kick started the project by contributing the first 250 cheering faces to the mural.

The Blog According to Buzz. Spread the word, ya heard?

Tags: 2010, press release